Social media platforms put pressure on social audio as they vie for creators
The news: Major social media platforms like Twitter and Facebook continue to roll out social audio features as part of the social media push into the creator economy, even as perceived interest in the medium wanes, according to Social Media Today.
- On October 11, the two platforms made separate live audio announcements:
- Facebook has made live audio rooms available to “public figures and creators” around the world, and added a dedicated social audio hub under its “Watch” tab.
- Twitter has announced a wider rollout of its “Spaces” tab, which will help users more easily discover current audio rooms.
Why is this happening: While interest in social audio has waned, its future could be an additional feature rather than a stealthy platform.
- Social audio platforms that were touted as Clubhouse competitors either disappeared from the discourse or were reclaimed: in March, Spotify acquired Betty labs, owner of a live sports audio platform Changing room.
Besides: Many of the most important social audio features launched by major social media companies are creator-centric.
- Twitter enabled the creators of monetize live audio with Paid spaces, and Spotify launched several live audio tools, including the social audio app Green room.
Do not forget : Clubhouse is still in the mix, and it’s moving forward.
- In August, the company announced that it was operating an average of 700,000 “rooms” per day.
- But this number is derisory compared to the 55.6 million Twitter users or 179.5 million Facebook users who now have access to social audio in the apps they already use.
Why it’s worth watching: Many social media platforms launching live audio features have a larger built-in audience than the platforms that started the trend.
- As social audio is less about building a platform and more about complementing existing strategies, the media’s ancestors can be absorbed into larger competitors.